Per AppleInsider, the Motion Pictures Expert Group has issued a new video standards draft that promises to deliver twice the video quality at the same size, or alternatively, identical video quality at half the data rate as today’s MPEG-4 H.264 standard.

The new H.265 draft specifically addresses mobile devices and networks overloaded with video. Products using the new H.265 video compression standard could begin to launch as early as 2013.

Apple is likely to quickly adopt support for the new H.265 specification, just as it has rapidly rolled out support for new features of H.264, including support for expanded H.264 profiles in the new third generation Apple TV and the new iPad.

MPEG, formed by the International Standards Organization in 1988, first developed a joint video compression format in 1993 intended for Video CD. Its video codec, H.261, was used to deliver multimedia video clips. The audio portion of that standard, MPEG-1 Audio Layer III (also known as MP3) revolutionized the portability of music by allowing users to rip CDs to files that could be compressed enough to be used in mobile devices with limited storage.

Apple backed MP3 with the iPod in 2001 at a time when Microsoft and Sony were working to entrench their own proprietary standards with strong DRM (Windows Media and ATRAC, respectively).

MPEG released the MPEG-2 standard in 1994, which enabled high quality DVD and efficient digital TV transmissions. MPEG-2 incorporated the initial H.261 video compression standard as well as a more efficient H.262 and, later, the H.263 ASP codec implemented by DivX and Xvid, popular formats used for video file sharing. Work on an MPEG-3 standard aimed at HDTV was abandoned and folded into the MPEG-2 portfolio.

MPEG-4, initiated in 1998 and released in 2003, merged the television and video industry’s expertise with work pioneered by Apple’s QuickTime on desktop computers, resulting in a video format that incorporated Apple’s QuickTime container format. This helped to simplify video editing tasks, even as Apple began adopting advanced bidirectional compression technologies in QuickTime that had been contributed to the MPEG-4 pool by the rest of the industry.

MPEG-4 carried forward H.263, which Apple hadn’t ever widely used, while also introducing H.264, which enabled a doubling of video quality at the same size as the earlier H.263 codec.

Before MPEG-4, Apple had previously used proprietary video codecs from Sorenson in QuickTime, but rapidly began adopting MPEG standards as the pooled efforts of every major company with video expertise began to quickly outpace the development of alternatives.

Apple helped to popularize MPEG-4’s AAC (Advanced Audio Codec) format as a more efficient replacement for MP3 in iTunes, then brought MPEG-4’s H.264 video compression into the desktop computing mainstream as the default video codec in QuickTime. It is now essentially the only video standard supported by the iPhone and other iOS devices, and H.264 is deeply integrated into the architecture of QuickTime.

While MPEG itself usually refers to its MPEG-4 audio and video standards as AAC and AVC, Steve Jobs introduced the new video standard to the world as H.264, and Apple continued to refer to it by its ITU numerical designation. MPEG is now referring to its newest H.265 standard as “HEVC” (High Efficiency Video Coding).

The nice thing about betas, it means they’re a bit closer to getting somewhere.

Per MacNN, Apple is seeding a third developer beta of OS X 10.7.5 to developers. The code is listed as build 11G36, and as before, has no known issues. Apple is also holding steady on testing focus, asking developers to look at graphics quality and performance, along with media importing, editing, and viewing.

The Mac OS X 10.7.5 update may or may not be the last for OS X Lion, since Mountain Lion has been available for several weeks. Apple is forging new ground with its current development cycle, since it has switched to releasing a new OS every year. As a result, it may end up having to support Lion well into Mountain Lion’s lifespan.

On Thursday, shareware developer Maintain released version 6.0.2 of CocktailCocktail (Lion Edition), the popular shareware utility program that allows for additional Mac OS X system tests. The new version, a 2.2 megabyte download, adds the following fixes and features:

– Addresses an issue in which Cocktail could not force empty the Trash.

– Addresses an issue in which Cocktail may fail to scan preference files.

– Various improvements to the Pilot scheduler.

– Resolves some OS X 10.8 Mountain Lion compatibility issues.

Cocktail 6.0.2 retails for a US$19.00 shareware registration fee and requires an Intel-based Mac running Mac OS X 10.8 or later to install and run.